This weekend the TV has been tuned to the Barrett-Jackson Auto Auction. You see the Hubby and friends are quite the car enthusiasts but I must admit that watching the auction proceedings was a bit addictive. I suppose it is just my age, but I was a bit aghast at the crazy money that was paid for cars I distincly remember double dating in.

Anyway– for those of you who did not tune in or who are not regularly subjugated to its proceedings– there was an interesting sponsor of the events— Ford Motor Company.

Yes… here in the Southern US there is much debate over the best domestic car maker among some. In fact, Ford Motor Company has been the butt of many jokes… FORD= “Found On Road Dead” or :Fix Or Repair Daily.”

However the sponsorship of the Barrett Jackson was a brilliant piece of branding. There were banners with the logo, large block of FORD only commercials, a charity auction of a 2007 Shelby GT Fastback Serial number 001 to benefit Carroll Shelby’s Children’s Foundation, workers with the Ford Emblem on their shirts, an appearance of Edsel Ford, and extra time spent on the TV coverage of any vintage Ford. It was simply a brilliant branding effort. Afterall what could be better than extended TV coverage of insane money being spent on vintage Fords to emphasize the quality, staying power and completely ‘cool factor’ of Fords.

After having to tip my hat to the brilliance of the corporate marketers and branders at Ford, I got to thinking about what lessons could be taken away from this in regards to healthcare marketing. Well….

If you use the auction as an example, many of the cars that rolled across the auction block had been salvaged from ruin. With some love and attention, these vehicles were made beautiful again. Then their beauty was celebrated in front of a huge crowd and the restorers hard work was lauded. If you think about it, the restoration process for a car is very similar to that of restoring someone to health. The one big difference is that in healthcare, short of the patient and their families, there is no one out there to really laud the healthcare professional’s or facilities knowledge, expertise and hard work.

Stories and anecdotes are key ways of conveying the path to recovery, wellness and restoration. They grab attention, create connection and provide inspiration. Healthcare marketers can use these stories to weave a connection with the community as well as create an emotional response that can morph into increased brand recognition, brand value and loyalty.

So what stories are you telling? What stories are being told by others about you? How does this reflect on your brand?

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